Home' National Liquor News : NLN FEB 2018 Contents 38 | FEBRUARY 2018 NATIONAL LIQUOR NEWS
RESEARCH & INSIGHTS
four weeks compared to a year ago. This drop is particularly
concentrated in full strength beer (down 145,000), but fairly evenly
split between premium/imported beer (down 76,000) and not
premium/imported beer (down 81,000).
As highlighted a year ago, the lucrative Metrotechs; young, cashed-up
inner city professionals, are increasingly shifting to drinking alternatives
including spirits, especially white spirits (up 46,000 drinkers in the last
two years) and also cider (up 17,000 drinkers in 2017).
In fact cider performed well among many communities in 2017
with an increase in cider drinkers among Leading Lifestyles, Today’s
Families, the older Golden Years and Battlers. With more than
650,000 drinking cider in an average four week period the Leading
Lifestyles Community drank more cider in 2017 than any other
community and were a massive 92 per cent more likely to drink cider
in an average four week period than the average Australian.
With each community comprised of several smaller, distinct
segments known as ‘Personas’, it is possible to gain even more detailed
insights regarding who is most (and least) likely to drink different
types of beer, cider, and other alcoholic beverages, making Helix
Personas an invaluable resource for brands wishing to succeed in the
increasingly competitive and crowded market.
LIQUOR RETAILERS FACE INCREASING
COMPETITION IN 2018
Australia’s retail market is facing increasing competition on many
fronts with the recent entry of American giant Amazon, and
Australia’s liquor market is no exception with the entry, and success,
of German discount supermarket giant Aldi over the past 15 years
now attracting German rival Kaufland, which has already begun
buying up lucrative retail sites in preparation for a launch in the near
future, and continuing speculation about fellow German discount
retail giant Lidl.
In the year to September 2017, over five million Australians bought
alcohol in an average seven day period, spending over $324 million
between them, or an average of over $64 per person per week. Despite
the number of Australians buying alcohol being virtually unchanged
from a year ago, spending year-on-year overall is up around $15
million and about $4 per person.
Dan Murphy’s has again strengthened its advantage over all-comers
in the industry with share of wallet rising to 30.4 per cent (up 1.5
percentage points from a year ago) and average spend increasing
substantially for the market leader to $77 (up from $69 a year ago).
Wesfarmers leading liquor outlet Liquorland solidified its hold on
third position in the market increasing share of wallet to 10.6 per cent
(up an impressive 2.6 percentage points) and marginally increasing
average spend to $41 (up from $40).
Assessing the performance of Australia’s 10 major alcohol retailers
over the last year shows half of the retailers increasing their share of
‘Liquor Outlet’ spend and half experiencing a decrease. Among those
who saw declines in retail spend were First Choice for the second
straight year to 4.6 per cent (down 0.6 percentage points), IGA Liquor
(2.9 per cent, down 0.1 percentage points) and notably Woolworths
Liquor (1.9 per cent, down one percentage point).
It is worth noting that the strong performance of market leader
Dan Murphy’s over the past year has been reflected in the monthly
Roy Morgan Customer Satisfaction Awards with Dan Murphy’s
triumphant in consecutive months late in 2017, although other brands
including First Choice Liquor, Aldi Liquor and IGA Liquor have
also performed strongly throughout 2017 with each of these brands
managing multiple victories in the award.
So what will 2018 mean for the Australian liquor market? Roy
Morgan will be watching trends in the industry closely and monitoring
the alcohol consumption and retailing trends as they develop
throughout the year.
SHARE OF TOTAL SPIRITS CATEGORY
VOLUME BY TYPE
CHART THREE: TOP 10 SHARE OF WALLET
LIQUOR RETAIL CATEGORY
Source: Roy Morgan Single Source (Australia), October 2015– September 2016
(n=3,429) and October 2016 – September 2017 (n=3,569). Base: People aged 18+ who
drank spirits in the last 4 weeks.
Source: Roy Morgan Single Source (Australia), October 2016-September 2017 (n=3,585).
Base: Australians 18+ who bought liquor at a retailer in an average 7 days.
Despite the number of
Australians buying alcohol
being virtually unchanged
from a year ago, spending
year-on-year overall is up
around $15 million and
about $4 per person.
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